Medical researchers who can write well are uncommon. Medical researchers who can write well for lay audiences are rare. Steven Woloshin, Lisa Schwartz, and Gilbert Welch are members of this small pool of “literary” talent. Many JAMA readers will already be familiar with the articles by this team that have appeared in the Washington Post and other lay media. These have been written to help the public deal with the daily avalanche of television advertisements, public service announcements, and media reports warning them of dire risks to health while offering purported solutions.